No, not Super Bowl XLVIII, but the Celebrity Bowl, something that gets bigger with each passing year. Because, really, this week is as much about the build up as it is about the football.

Wednesday is traditionally the day when the athletes, ex-players and Hollywood types start co-mingling at the Super Bowl hotel. The hot spot is “Radio Row” here at the Sheraton Hotel in Times Square. It’s not really a row at all, but a jigsaw puzzle of sports-talk radio stations and TV stations from all over the world.

Nicki Jhabvala is a Broncos beat writer for The Denver Post. She was previously the digital news editor for sports. Before arriving in Denver, she spent five years at Sports Illustrated working primarily as its online NBA editor. She also spent two years as a home page editor at the New York Times.